Last week, Snaptech Marketing was one of the first agencies to break the news that Google is about to implement a dramatic change to remove ads from the right side of desktop search. In our last blog post, we noted Google’s confirmation that the changes are being applied to all searches—in all languages worldwide. All ads will no longer appear on the right side of desktop search, with the exception of Product Listing Ads (PLAs).
Google released a statement regarding the details of this initiative:
"We’ve been resting this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”
The removal of these ads has implications for marketers and businesses going forward. This change will have huge implications that will affect your overall Search Marketing Strategy and efforts for desktop users (both organic and paid). In this post, we will outline and discuss the various implications of this change on digital going forward.
In a high stakes game of musical chairs, pure supply and demand says costs will rise with fewer chairs.
The impact on paid search is likely going to be more drastic than for organic – and likely more negative, if you don’t have the right strategy in place. Advertisers will have to shift gears and face increasing competition from organic search as costs for paid ads rise.
obvious answer is that we will see higher Click-through Rates (CTRs) and better
QSs. If queries where ads used to be (in position 4+) were off topic anyway,
then removing them from the equation and leaving queries closer to the center
of the target means ads are more likely to be clicked when they do appear. There will be less distraction on the page
from irrelevant ads, which will be rewarded via QS and will apply downward
pressure on price.
Ad real estate is about to change in its entirety and we expect it will have an impact on organic traffic, affecting users both positively and negatively. Here we will list the pros and cons that will result from the expected change from google.
These sudden changes could become problematic for your brand. To mitigate this, the best solution is to revisit your current Search Engine Marketing (SEM) strategy and have this align with this new change. Organizations that procrastinate or fail to adapt to this changes will end up either paying a lot more money for clicks and cost-per-acquisition (CPA), or fall of the digital map entirely (primarily due to extremely low search results).
Figuring out the right solution might be your greatest challenge. The right solution is "hidden” within your own data, as well as your competitions’ data. Take a comprehensive look at your data to find out where you can optimize and create the right strategy to help your brand navigate through this change.
Once you have the data, you need a "Data Storyteller” to sift through the mountains of information and find the so-called "golden nuggets;” in turn, translating these into actionable insights and recommendations that will bring a positive effect to your SEM efforts.
If done correctly, companies that act upon and swiftly adapt to this change are expected to outperform their competition; therefore, they may ultimately end up turning something initially perceived as detrimental to their brand into something positive.
Digital marketing is constantly changing, and while this is another curveball that will have an impact on many businesses, your brand does not have to become a victim. Proper analysis, strategizing and execution that fits within the sphere of this new change will keep your business continuity afloat. Adapting to frequent changes is part of a marketer’s job; the businesses that adapt the quickest and most efficiently will mitigate losses while seeing greater returns in other areas.
As a result of the unexpected and drastic changes from Google, Snaptech will offer you a complimentary Search Engine Marketing audit and Data Storytelling. A proud Google partner, we use our data-driven approach to analyze your data and provide effective strategies that will not only help you navigate through the ever-changing landscape, but thrive in it. Contact us to receive your free SEM Audit with a Data Storytelling Analysis & Strategic Recommendations.
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